How city real estate content creators are changing the way you search for homes

Updated On: 12 July, 2024 07:14 PM IST | Mumbai | Nascimento Pinto

At a time when people enjoy food and travel content on social media, real estate brokers are becoming content creators. Mid-day.com spoke to real estate agents in Mumbai to learn more

Image for representational purposes only. Photo Courtesy: iStock

Rutuja Teli was always fond of watching a show about the world’s most extraordinary homes. Interestingly, like many other people, the Covid-19 pandemic inspired her to start something of her own. Collaborating with a close friend, who has since become her partner, the Mumbaikar began her real estate journey. She explains, "We embarked on a journey to create a real estate YouTube channel and we posted our first video in September 2020. We leveraged the expertise of local brokers who had access to such properties and helped them sell their inventory faster." It was her major focus till August 2022, which is when they started making real estate property reels on Instagram.

At a time when content creators are king, the market is booming not only for food and travel content creators but even real estate, which seems to have caught on to the trend in the last year. Even as many people want to get to know about food hotspots and hidden destinations, they are also interested in real estate. While only one or two videos or accounts may go viral, there are a lot more out there. As this writer explored, he found a lot more accounts of real estate brokers trying to sell properties uniquely. They are followed by people who are not only interested in buying properties but also in keeping up with the latest trends and prices, especially in Mumbai, where the prices of houses are premium and are always skyrocketing. The trend is being fuelled by some traditional real estate brokers jumping on the bandwagon as they realise the power of reels for business. On the other hand, it is inspiring many others to start something only because they love houses and Teli is one of them. At the same time, she is also someone who wants to bridge the gap between the realtor and the buyer.

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